Marketing plan presentation模板
MarketingPlanTemplate营销计划模板
Marketing plan templateUse this template to guide you through writing your own marketing action plan.IntroductionWhat are the main objectives you want your marketing action plan to achieve for your business (ie, more sales, more customers, greater market share, etc – try to be specific)?1. Your market1.1 Who are your customers?Answer the following questions:∙Who are your existing customers?∙What are their needs?∙What motivates them to buy your offer?∙Can you separate your customers into different groups of people with different needs or motivations?∙Are there people who aren’t currently customers but could benefit from your product or service?1.2 Who are your competitors?Answer the following questions:∙Who are your competitors (NB, think about your direct competitors – ie, businesses who are selling a similar offer: and your indirect competitors – ie, businesses with a totally different offer but who are competing for the same customers)?∙Why might your customers or potential customers choose a competitors’ their product or service over yours?1.3 Other marketing activityAnswer the following question:∙Are there opportunities for you to be involved in marketing activities you don’t already engage in?2. Opportunities in your business and your market2.1 What are our strengths?Answer the following questions:∙What are the strengths of your product or service(ie, high quality, unique, cost-effective, etc)?∙How does your product or service compare to your competitors’?2.2 What could we improve on?Answer the following questions:∙Are there any aspects of your product or service which are weak?∙Have your customers complained about any aspect of your offer?2.3 What opportunities are there?Answer the following questions:∙Which of your strengths are you not taking advantage of?∙Are there any trends in your market that you and your competitors are not catering to?∙Are there any gaps in your market that you could fill?∙Are there any additional uses for your product or service which you could draw attention to?2.4 What obstacles are there?Answer the following question:∙What is preventing you from implementing your marketing plan (ie, money, time, resources, etc – think about internal and external obstacles)?3 Your business objectivesAnswer the following questions:∙What are your objectives as a business? Try to make these both specific and realistic.∙What are your deadlines for each objective?∙What resources do you have to help you fulfil your objectives?∙What extra resources will you need to help you fulfil your objectives?4 Your marketing strategy and action plan4.1 Target customersAnswer the following questions:∙Who are your target customers (choose existing and potential customers identified above)?∙What do you know about them (ie, where do they live? What age/gender are they? What sort of income do they earn? What other products do they buy)? ∙Where are they likely to find out about your product or service?∙How do they prefer to buy your product or service (eg, face-to-face, online, etc)?∙Which are the most profitable customers?∙Which could become more profitable customers?4.2 What products or services can we offer our target customers?Answer the following question:∙What products or services can you offer each of your customer groups in order to achieve your objectives?4.3 How can we encourage these people to take up the offer?Answer the following questions:∙What aspect of your product or service will be most attractive to each of your target customer groups?∙Will you need to offer them an incentive to take up your offer?4.4 How do we communicate our offer?Answer the following question:∙How can we reach each of our target customer groups with appealing information about our product or service (NB, think about the different ways they receive information – this will help you understand the best ways tomarket your offer to each customer group)?∙Will it be cost-effective (ie, will the investment justify the likely return on investment)?∙Which is likely to be the most profitable marketing channel?4.5 Marketing action planUse the table below to summarise your strategy.5 Reviewing your marketing action planHow will you know that your plan has been a success? Identify appropriatemeasures for success and put realistic timescales against each activity in your action plan. Review the action plan regularly to make sure you are on track.。
英文的营销方案模板
Executive SummaryThe purpose of this marketing plan is to outline the strategies and tactics that will be employed to promote [Product/Service Name] and achieve [specific objectives, such as market share, sales targets, or brand recognition]. This plan will cover the target market, competitive analysis, marketing objectives, strategies, tactics, budget, and implementation schedule.1. Company Overview[Product/Service Name] is a [brief description of the company, including its mission and values]. We are committed to [state the company's mission or core values].2. Market Analysis2.1 Target MarketOur target market includes [describe the demographic, geographic, and psychographic characteristics of the target audience]. This market segment has been identified as [state reasons for choosing this segment, such as growth potential, profitability, or alignment with the company's core values].2.2 Market Size and TrendsThe market for [Product/Service Name] is currently valued at [state the estimated market size] and is expected to grow at a rate of [state the expected growth rate] over the next [state the time frame, e.g., 5 years]. Key trends in the market include [list relevant market trends].2.3 Competitive AnalysisOur main competitors are [list competitors and their market position]. Our competitive advantage lies in [describe the unique selling points, such as product features, quality, price, or customer service].3. Marketing ObjectivesThe marketing objectives for [Product/Service Name] are as follows:- Increase brand awareness by [percentage] within the target market.- Achieve a [percentage] increase in market share within the next [time frame].- Generate [state the desired sales target] in revenue by [end of the financial year].- Enhance customer satisfaction by [percentage] through improved customer service and product quality.4. Marketing Strategies4.1 Product Strategy- Develop and launch [Product/Service Name] with [list key features and benefits].- Offer [list any additional services or products] to enhance customer value.4.2 Price Strategy- Set competitive pricing based on market research and competitor analysis.- Implement a pricing structure that includes discounts for bulk purchases or loyalty programs.4.3 Place Strategy- Establish an online presence through a user-friendly website and social media platforms.- Secure partnerships with key distributors and retailers to increase product availability.- Participate in industry trade shows and events to showcase[Product/Service Name].4.4 Promotion Strategy- Develop a comprehensive marketing campaign that includes [list marketing channels, such as digital marketing, content marketing, public relations, and traditional advertising].- Utilize SEO and SEM to improve online visibility and drive organic traffic.- Engage with influencers and brand ambassadors to promote[Product/Service Name].- Implement a referral program to incentivize existing customers torefer new customers.5. Marketing Tactics5.1 Digital Marketing- Launch targeted email marketing campaigns to nurture leads and convert them into customers.- Create and share engaging content through social media platforms to increase brand awareness and engagement.- Use pay-per-click (PPC) advertising to drive traffic to the website and generate leads.5.2 Content Marketing- Develop a content calendar to publish regular blog posts, videos, and infographics.- Optimize content for SEO to improve search engine rankings and organic traffic.5.3 Public Relations- Build relationships with media outlets to secure press coverage and feature articles.- Organize press events or product launches to generate buzz and media interest.5.4 Traditional Advertising- Place ads in relevant publications and online platforms.- Utilize direct mail campaigns to reach specific demographics.6. BudgetThe marketing budget for [Product/Service Name] is [state the budget amount]. This budget will be allocated as follows:- Digital Marketing: [percentage of total budget]- Content Marketing: [percentage of total budget]- Public Relations: [percentage of total budget]- Traditional Advertising: [percentage of total budget]- Miscellaneous: [percentage of total budget]7. Implementation Schedule- Month 1-3: Conduct market research and competitive analysis.- Month 4-6: Develop marketing strategies and tactics.- Month 7-9: Launch marketing campaigns and monitor performance.- Month 10-12: Adjust strategies based on performance data and market feedback.8. Monitoring and EvaluationRegular monitoring and evaluation of the marketing plan will be conducted to ensure that objectives are being met. Key performance indicators (KPIs) will include:- Website traffic and conversion rates- Sales revenue and growth- Brand awareness and customer engagement- Return on investment (ROI) for marketing campaignsBy following this marketing plan template, [Product/Service Name] will be well-positioned to achieve its marketing objectives and drive business growth.。
Marketing Plan范本
Marketing Plan范本市场营销计划是企业规划营销行动的蓝图。
一份营销计划默认其制作者对公司目标的明确了解，并采取一系列步骤来实现目标。
营销计划的范本有很多，但总的来说，一份良好的市场营销计划应包含市场分析、竞争分析、目标市场的确定、产品定位、营销策略以及预算和控制等多方面内容。
一、市场分析市场分析是制定营销策略的基础。
首先需要了解行业的整体情况和趋势，如市场份额、增长率、利润率等。
同时需要考虑市场的细分及目标市场的情况，了解用户对产品的需求和偏好，这能帮助企业确定产品的定位。
此外，还需要考虑竞争者的情况，了解竞争者的定位、价格策略、营销策略、产品特点等，分析自身与竞争者的优劣之处。
二、目标市场的确定在市场分析的基础上，确定目标市场。
目标市场既可以是针对某个地区的，也可以是对特定客户、年龄、性别等人群的营销。
确定目标市场后，需要了解目标市场的特点和需求，以便更好地销售产品。
通过市场分析和目标市场分析，企业可以更好地了解市场情况和客户需求，根据市场需求制定营销策略。
三、产品定位企业需要根据市场的需求和自身的资源情况来确定产品的定位。
产品定位需要考虑的因素包括品牌形象、功能、价格、以及市场营销活动等。
通过产品定位，企业能更好地向目标市场传达产品的独特性和价值，吸引客户购买。
四、营销策略营销策略是制定营销行动的关键。
营销策略应根据前面三个步骤制定，需要考虑的因素包括产品的价格、促销活动、广告宣传、经销商选择等。
相应的营销策略应当根据产品定位和目标市场情况制定，以提高产品的知名度和销售。
五、预算和控制制定营销策略后，需要考虑预算和控制。
预算应包括广告宣传费用、推销费用、促销费用、销售费用等。
预算的制定应根据营销策略和前面几个步骤制定。
控制营销活动的过程是一个连续不断的过程。
企业需要不断监控销售业绩，分析制定的营销策略的有效性，并及时进行调整。
营销计划模板可以帮助企业更好地制定营销策略，但不是万能的，合理的营销策略的制定是根据企业自身的情况和市场的需求来确定。
制定营销计划英文作文范文
制定营销计划英文作文范文英文：Marketing Plan。
As a marketing professional, I understand the importance of a well-planned marketing strategy. To develop an effective marketing plan, there are several steps that need to be taken.Firstly, it is important to identify the target audience. This involves researching the demographics, interests, and behaviors of the potential customers. Once the target audience is identified, the next step is to determine the marketing objectives. These objectives should be specific, measurable, achievable, relevant, and time-bound.After setting the objectives, the next step is to develop a marketing mix. This includes the four Ps ofmarketing: product, price, promotion, and place. The product should be designed to meet the needs of the target audience, the price should be competitive, the promotion should be tailored to the target audience, and the place should be accessible to the target audience.Once the marketing mix is developed, it is important to implement the plan. This involves executing the tactics outlined in the plan and monitoring the results. If the plan is not achieving the desired results, it may be necessary to make adjustments.Finally, it is important to evaluate the success of the marketing plan. This involves analyzing the results and determining whether the objectives were met. If the objectives were not met, it may be necessary to revise the plan and try again.In summary, developing a marketing plan involves identifying the target audience, setting specific objectives, developing a marketing mix, implementing the plan, and evaluating the success of the plan.中文：营销计划。
MarketingPlan最完整的范例Marketing
GUIDANCE 蓋登氏管理指引 年度策略性行銷規劃概念 13Marketing Plan 最完整的範例最完整的範例市場狀況不斷地變動，對應今日遽變市場的「marketing」也需要以全新的觀念應對。
如何面對今日商品充斥成熟化的市場呢？我們提供的方法是策略性行銷。
策略性行銷強調的是以顧客滿意為原點策略性行銷強調的是以顧客滿意為原點，，以既存或可能掌握的行銷優勢為前提而策定企業的策略為前提而策定企業的策略，，策略必須能因應環境的變動及能充分讓各項資源（人、物、金、Know How Know How））配合市場導向投入配合市場導向投入，，並設計出能配合策略執行的組織組織，，以實現企業的使命以實現企業的使命，，達成企業存續達成企業存續、、成長的目標成長的目標。
因此，策略性行銷的觀念下，突破只在既定的市場、技術及組織內，專注於如何效率性的利用5P 去因應市場和競爭者，而能根據企業存在的價值、使命揀選市場、滿足顧客，而能持續把握獨特的利基贏取市場、擴大市場。
本指引分為(上)觀念篇(下)實作篇，有下列的特點：課程課程 內 容提出15個Marketing Guidances觀念篇提出15個guidances，讓您了解真正的marketing，使您能因應今日的行銷課題，確保您做出有效的年度行銷計畫書。
GUIDANCE蓋登氏管理指引 年度策略性行銷規劃概念以策略性行銷觀念，引導您製作行銷計畫書。
以11個步驟逐步說明計畫製作的程序。
Step 1 機會及威脅分析Step 2 長處及弱點分析Step 3 SWOT彙總Step 4 Executive SummaryStep 5 計畫的假設及前提Step 6 設定Marketing Goals & ObjectivesStep 7 設定年度銷售目標Step 8 策定行銷策略Step 9 設定行銷組合策略Step 10 行銷活動方案及scheduleStep 11 年度行銷預算透過7個實作Work Sheet及41個實作表格（Plan Form）引導您有系統的完成年度行銷計畫書。
marketing plan范文
marketing plan范文英文版Marketing Plan Template1. Executive SummaryThis marketing plan outlines the strategy for [Company Name], a leading provider of [Product/Service Category]. The plan focuses on achieving our objectives in the coming year, including increasing market share, enhancing brand awareness, and driving sales growth.2. Company Overview[Company Name] was founded in [Year] and has since grown to become a recognized leader in the [Industry]. Our mission is to [Company Mission Statement]. Our core values center around [Core Values].3. Market AnalysisTarget Market: Our target market consists of [Target Market Description].Competition: Our main competitors are [List of Competitors].Market Trends: [Current Market Trends].4. Marketing ObjectivesIncrease market share by [Percentage] by the end of the year.Achieve a [Percentage] increase in brand awareness.Drive sales growth by [Percentage] over the next 12 months.5. Marketing StrategyPositioning: We position ourselves as the [Positioning Statement].Product/Service Strategy: We will [Product/Service Strategy].Pricing Strategy: Our pricing will be [Pricing Strategy].Promotion Strategy: We plan to [Promotion Strategy].Place Strategy: We will distribute our products/services through [Distribution Channels].6. Marketing TacticsAdvertising: We will advertise on [Advertising Platforms].Social Media Marketing: We plan to engage with customers on [Social Media Platforms].Content Marketing: We will create and distribute [Types of Content].Email Marketing: We will send targeted emails to [Target Audience].7. Financial ConsiderationsBudget: Our marketing budget for the year is [Budget Amount].Expected ROI: We expect a return on investment of [Expected ROI Percentage].8. Evaluation and AdjustmentsWe will regularly evaluate our marketing efforts and make adjustments as necessary to ensure we are meeting our objectives. We will track key performance indicators (KPIs) and use data to inform our decisions.中文版市场营销计划范文1. 摘要本市场营销计划概述了[公司名称]的战略，该公司是[产品/服务类别]领域的领先供应商。
营销方案汇报英文
Executive Summary:This presentation outlines our comprehensive marketing plan for the upcoming fiscal year. The plan is designed to enhance brand awareness, increase market share, and drive sales for our product line. It encompasses various strategies, including digital marketing, social media engagement, influencer partnerships, and targeted advertising campaigns. The goal is to position our brand as a market leader and to achieve sustainable growth in the competitive landscape.I. IntroductionOur company has been at the forefront of the industry for over a decade, offering high-quality products that cater to the needs of our diverse customer base. However, with the ever-evolving market dynamics, it is crucial for us to refine our marketing strategies to stay ahead of the curve. This marketing plan is a roadmap that will guide our efforts to achieve our business objectives.II. Market Analysis1. Market Overview: The target market for our products is expanding,with a growing demand for high-quality, innovative solutions. Our competitors are also investing heavily in marketing, making it essential for us to differentiate ourselves.2. SWOT Analysis:- Strengths: Strong brand reputation, innovative product line, and dedicated customer service.- Weaknesses: Limited brand recognition in certain geographical areas, and high marketing costs.- Opportunities: Emerging markets, partnerships with influencers, and digital marketing platforms.- Threats: Intense competition, evolving consumer preferences, and economic downturns.III. Marketing Objectives1. Increase brand awareness by 30% within the next fiscal year.2. Achieve a 20% increase in market share.3. Drive a 15% growth in sales revenue.4. Enhance customer engagement and loyalty.IV. Marketing Strategies1. Digital Marketing:- Optimize our website for search engines to improve organic traffic.- Increase social media presence on platforms like Facebook, Instagram, and LinkedIn.- Launch targeted email marketing campaigns to nurture leads and retain customers.2. Social Media Engagement:- Collaborate with influencers to promote our products.- Host interactive online events and contests to engage customers.- Leverage social media analytics to monitor campaign performance and adjust strategies accordingly.3. Influencer Partnerships:- Identify and partner with influencers who align with our brand values.- Create exclusive content featuring our products to reach a wider audience.- Monitor influencer performance and measure the return on investment.4. Targeted Advertising Campaigns:- Utilize Google Ads and Facebook Ads to target specific demographics.- Create compelling ad copy and visually appealing graphics toattract potential customers.- Monitor ad performance and adjust targeting parameters to optimize results.V. Budget AllocationOur marketing budget for the upcoming fiscal year is $500,000, allocated as follows:- Digital Marketing: $200,000- Social Media Engagement: $150,000- Influencer Partnerships: $100,000- Targeted Advertising Campaigns: $50,000VI. Timeline and Key Milestones- Q1: Launch digital marketing campaigns, optimize website, and begin influencer partnerships.- Q2: Monitor social media engagement, adjust targeting parameters, and refine ad copy.- Q3: Measure the effectiveness of influencer partnerships and allocate budget accordingly.- Q4: Analyze marketing performance, adjust strategies, and plan for the next fiscal year.VII. ConclusionThis marketing plan is a strategic approach to achieving our business objectives. By leveraging various marketing channels and partnerships, we aim to enhance brand awareness, increase market share, and drive sales. With a dedicated team and a well-defined plan, we are confident in our ability to succeed in the competitive market landscape.Thank you for your attention, and we look forward to discussing this plan in further detail.。
市场营销计划书(marketing plan)模板
MARKETING YOUR BUSINESS FOR SUCCESSWORKSHOP INTRODUCTIONMARKETING YOUR BUSINESS FOR SUCCESSWORKBOOKTraining Module - 3Workshop ObjectivesBy the end of this workshop, you should be able to:* Determine the purpose of the marketing plan- Identify strategies for conducting market research- Identify advantages of market research* Determine what the marketing plan contains- Target market- Competition- Product/service- Marketing budget- Location- Pricing strategy- Promotional strategy* List- advantages of developing a marketing plan- disadvantages of developing a marketing plan* Prepare a marketing plan outline* Develop an effective marketing strategy- Advertising strategy- Promotional strategyMARKETING YOUR BUSINESS FOR SUCCESS - THE MARKETING PLAN - UNDERSTANDING THE MARKETPLACEMarketing plays a vital role in successful business ventures. How well the plan you develop markets your business, along with the management and financial management plans, will ultimatelydetermine your degree of success or failure. The key elements of a successful marketing plan are to 1) know your customers -- their likes, dislikes and expectations, and 2) to know your competitors -- their strengths and weaknesses. By identifying these factors, you can develop a marketing strategy that will allow you to arouse and fulfill customers needs, better understand competitors and identify changes in the marketplace that can affect your bottom line.The purpose of the marketing plan is to define your market, i.e., identify your customers and competitors, to outline a strategy for attracting and keeping customers and to identify and anticipate change. Your business will not succeed simply because you want it to succeed. It takes careful planning and a thorough understanding of the marketplace to develop a strategy that will ensure success.Understanding the MarketplaceGenerally, the first and most important step in understanding the market is to study it through market research. In the case of a franchise, the franchisor has developed a marketing program, so you will need to review the program he or she has provided. Look over the plan to determine what product/service you will offer and write a description of it. Even though a franchisor has described your product or service, it is a good idea to develop and write your own description because this process helps you to know your product or service--a key variable in any successful marketing plan. When describing your product or service outline what you feel are its unique aspects, and explain how or why these aspects will appeal to customers. Emphasize the special features that you feel are its selling points. These features are what you will use to convince customers to purchase your product or service.Next go over sales projections, determining if there is a demand for the product or service. In the case of a franchise, the franchisor will have developed the projections. Study this data to see how he or she arrived at these projections. This will help you to better understand how the marketplace operates relative to your product/service, and it can help you develop the skills necessary to identify and anticipate changes in the marketplace. Start your own file on marketplace trends. Periodically reviewyour data, looking for shifts in the market. If changes are occurring, you should modify the marketing plan to coincide with these changes. In franchise operations, it is customary for the franchisor to update the marketing plan periodically to reflect changes in the marketplace and to keep the marketing program current.A marketing plan should answer these questions:* Is this product or service in constant demand?* How many competitors provide the same product or service? * Can you create a demand for your service or product?* Can you effectively complete in price, quality anddelivery?* If a franchise, will the franchisor price the product orservice to give you the projected profit?Review your program to ensure that it answers these questions. If your plan doesn't answer the questions, it will need to be modified, or you will need to devise a strategy that will provide a means for answering them. When you are satisfied that you understand the program, how the market operates and how to identify market shifts and trends, start writing the marketing section of your business plan.Even if you adopt a marketing program that has been developed elsewhere, it is your responsibility to promote your product or service by cultivating the marketplace, i.e., attracting and keeping customers. You can accomplish this aim by knowing your market, your customers, your competitors and your product/ service. Don't rely solely on the program provided by a franchisor or others, gather and assess your own data using the techniques outlined in your plan. By gathering and analyzing this information, you will be better able to determine if your program is in line with your competitors, if it is in line with industry averages and what adjustments you can make to improve your overall competitiveness.A sample "Marketing Plan" is attached as part of Appendix I. Study it carefully, then try to develop a similar program for your business plan.MARKET RESEARCHStrategies for Researching the MarketResearching your market is perhaps the easiest way to assess it. Market research does not have to be costly, nor does it have to be a complex process. It can be as simple and as easy as surveying a cross-section of your consumers (focus group) to get their opinions about the product or service you will be offering, or conducting a telephone or mail survey. The disadvantages of using the telephone or mail survey method are the individuals you contact may not be interested in responding to a survey. Other market research techniques include analyzing demographic data, such as population growth/decline rate; age range, sex,income/educational level; brainstorming with family and friends, focus group interviews. Whatever method you use, your focus should be on gathering enough information to determine who your potential customers are--their needs, wants and expectations; if there is a demand for your product or service; who your competitors are and how well they are doing.Market research should answer questions such as:* Who are your customers and potential customers?* What kind of people are they?* Where do they live?* Can and will they buy the product or service you'reoffering?* Are you offering the kinds of goods or services they want -- at the best place, the best time and best amounts?* Are your prices consistent with what the buyers view as the products' values?* Are you applying the promotional programs in a way thatwill bring about success?* What do customers think of your franchise?* Who are your competitors?* If a franchise, how does your operation compare with thecompetition?While there are some disadvantages to market research--it's a costly, time-consuming process, builds in biases that distort information, ignores answers or lets arrogance or hostility cut off communications at some point in the marketing process--the advantages, however, outweigh the disadvantages. Don't foregothis process or stop halfway because you are not getting the desired results. This may be an indication that you are going into the wrong business or that there isn't a market for your product or service. Don't be discouraged. You simply may need to modify your original plan.A few of the benefits of market research are outlined below.* Learning who your customers are and what they want.* Learning how to reach your customer and how frequently you should try to communicate with them.* Learning which appeals are most effective and which onesaren't.* Learning the relative successes of different marketingstrategies in relation to their return on investment.While market research may appear to be a tedious, time-consuming process, it is necessary if you want to be successful. Think of market research as simply a method of finding out what catches customers' attention by observing their actions and drawing conclusions from what you see and as an organized way of finding objective answers to questions every business owner and manager must answer in order to succeed. Market research focuses and organizes marketing information, ensuring that it is timely and that it provides what you need to:* reduce business risks,* spot problems and potential problems in your currentmarket,* identify and profit from sales opportunities, and* get basic facts about your markets to help you make better decisions and set up plans of action.If viewed from this stand point, market research is an invaluable tool that can save you time, effort and money._________________________________________________________________SELF-PACED ACTIVITYDuring this activity you will answer the following questions:* Do you have a marketing plan? Yes___ No___* If yes, which elements described in pages 1-5 did you NOTinclude?* Have you conducted any marketing research?* If yes, how and what methods did you use?* If no, why?MARKETING YOUR BUSINESS FOR SUCCESS - WHAT DOES A MARKETING PLAN CONTAIN?Many first-time business owners think that by simply placing anad in a local newspaper or a commercial on a radio or atelevision station, customers will automatically flock topurchase their product or service. This is true to a certainextent. Some people are likely to learn about your product orservice and try it, just out of curiosity. But hundreds, even thousands, of other potential customers may never learn of your business. Just think of the money you'll lose, simply because youdidn't develop an adequate marketing program!Marketing is an essential part of business operations. And, itoftentimes determines how successful your business will be. Whatyou as a potential business owner must do is maintain a thorough understanding of the marketing program, and use it to extractadvantages from the marketplace. Go over the strategies andtechniques until you understand how to apply them to get theresults you desire. Remember, your aim is not only to attract andkeep a steady group of loyal customers, but also to expand yourcustomer base by identifying and attracting, new customers and toreduce risks by anticipating market shifts that can affect yourbottom line.To help you accomplish this aim, your marketing plan shouldinclude strategies typical of any marketing plan. The plan should especially include what marketeers dub as the 4 P's of Marketing (PRODUCT/SERVICE, PRICE, PLACE AND PROMOTION). Review your plan.Make certain it contains the strategies listed below, thendetermine how these strategies are applied. Include a briefexplanation for each strategy.* Describe the target market by- age- sex- profession/career- income level- educational level- residenceIdentify and describe your customers (target market) by their age, sex, income/educational levels, profession/career and residence. Know your customers better than you know anyone--their likes, dislikes, expectations. Since you will have limited resources target only those customers who are more likely to purchase your product or service. As your franchise grows and your customer base expands, then, you may need to consider modifying this section of the marketing plan to include other customers.* Identify Competition- market research data- demand for product or service- nearest direct and indirect competitors- strengths and weaknesses of competitors- assessment of how competitors businesses are doing- description of the unique features of your product or service- similarities and dissimilarities between your product or service and competitor's- pricing strategy for and comparison of yours and the competition'sIdentify the five nearest direct competitors and the indirect competitors. Start a file on each identifying their weaknesses and strengths. Keep files on their advertising and promotional materials and their pricing strategies. Review these files periodically determining when and how often they advertise, sponsor promotions and offer sales.* Describe Product/Service- describe your product or serviceTry to describe the benefits of your goods or services from your customer's perspective. Emphasize its special features--i.e., the selling points. Successful business owners know or at least have an idea of what their customers what or expect from them. This type of anticipation can be helpful in building customer satisfaction and loyalty.* Develop Marketing Budget- advertising and promotional plan- costs allocated for advertising and promotions- advertising and promotional materials- list of advertising media to be usedOperating an effective marketing plan requires money, so you will have to allocate funds from your operating budget to cover advertising, promotional and all other costs associated with marketing. Develop a marketing budget based on the cost for the media you will use, and the cost for collecting research data and monitoring shifts in the marketplace.* Describe Location (Place)- description of the location- advantages and disadvantages of locationAgain, try to describe the location of your business from your customer's perspective. Describe its assets -- i.e., the convenience, whether or not public transportation is accessible, the safety aspects--street lighting, well lit parking lot or facility, decor, etc. Your location should be built around your customers, it should be accessible and should provide a sense of security. An advantage of purchasing a franchise is the franchisor oftentimes assist in site selection and decorating.* Develop Pricing strategy- pricing techniques and brief description of thesetechniques- retail costing and pricing- competitive position- pricing below competition- pricing above competition- price lining- multiple pricing- service costs and pricing (for service businessesonly)- service components- material costs- labor costs- overhead costsAlthough your pricing strategy may be based on the strategy devised by others, you should study this plan and the strategies used by competitors. That way you will acquire a thorough understanding of how to price your product or service, and you can determine if your prices are in line with competitors, if they are in line with industry averages and what adjustments you can make to bring them in line.The key to success is to have an well-planned strategy, to establish your policies and to constantly monitor prices and operating costs to ensure profits. Keep abreast of changes in the marketplace because these changes can affect your bottom line.* Develop an effective Promotional Strategy- advertising media- print media (newspaper, magazine, classified ads,Yellow Pages advertising, brochure)- radio- television- networking- business cards- tee shirts, hats, buttons, pensDevelop a promotional strategy that uses various media for promoting your business. Monitor the different media identifying those that most effectively promote your business. Concentrate on developing material for these formats that clearly identifies your goods or services, its location and price.Since financial institutions weigh the soundness of your marketing plan when deciding whether your business is a good riskfor their money, it is important that you prepare and presentcredible market data that shows there is a need in the communityfor your business and that demonstrates your ability to compete successfully._________________________________________________________________SELF-PACED ACTIVITYDuring this activity you will:* Make an outline of the information a marketing planshould contain.MARKETING YOUR BUSINESS FOR SUCCESS - THE MARKETING PLAN: ITS ADVANTAGES AND DISADVANTAGESA well-written, comprehensive marketing plan is the focal pointof all business ventures because it describes how you plan toattract and retain customers--the most crucial aspect of abusiness. And why are customers so important? The answer issimple. They ultimately are the means by which you will generatethe income needed for daily operations, to repay debts and toturn a profit. In essence, the customers are your life line andthe marketing plan is the pipeline that allows you access to them-- i.e., to fulfill their needs and expectations.The marketing plan is essential to any successful business. It isthe heart of the business, the basis from which all otheroperational and management plans are derived. Marketing offersyou a wealth of information that if applied correctly virtuallycan ensure your success.Therefore, it is important that you, as a first-time businessowner, develop a comprehensive, effective marketing plan. If youneed assistance in accomplishing this task, contact your localSBA office. Consult the local telephone directory under "U.S. Government" for the telephone number and address of the officenearest you.Advantages/Disadvantages of Developing a Marketing PlanAn effective marketing plan will certainly boost your sales and increase your profit margins, which is the goal of every business owner. It is a milepost down the road to success and, as such, care and time should be put into its development. You must be able to convince customers that you have the best product or service for them at the best possible price. If you cannot convince potential customers of this, then you are wasting your time and money. This is where the marketing plan comes into play, and this is why it is so important.There are numerous advantages you can extract from the marketplace if you know how. And the marketing plan is an excellent tool for identifying and developing strategies for extracting these advantages.A few of the advantages are outlined below. The plan:* identifies needs and wants of consumers* determines demand for product or service* aids in design of products/services that fulfillconsumers needs* outlines measures for generating the cash for dailyoperation, to repay debts and to turn a profit* identifies competitors and analyzes your firm'scompetitive advantage* identifies new product/service areas* identifies new and/or potential customers* allows for test to see if strategies are giving thedesired results.Some of the disadvantages of the market plan are:* identifies weaknesses in your business skills* leads to faulty marketing decisions based onimproperly analyzed data* creates unrealistic financial projections ifinformation is interpreted incorrectly* identifies weaknesses in your overall business planThe marketing plan offers numerous advantages; however, as you can see, there can be drawbacks. Remember, however, the advantages outweigh the drawbacks, so seek professional assistance when you are developing the marketing section of yourbusiness plan. It will be worth the investment.__________________________________________________________________ SELF-PACED ACTIVITYDuring this activity you will:* Identify and list the advantages and disadvantages ofdeveloping a marketing plan.MARKETING YOUR BUSINESS FOR SUCCESS - OUTLINE FOR A MARKETING PLANElements of a Marketing PlanI. Description of the Target Market- age- sex- profession- income level- educational level- residenceII. Description of Competitors- market research data- demand for product or service- nearest direct and indirect competitors- strengths and weaknesses of competitors- assessment of how competitors businesses are doing- description of the unique features of your productor service- similarities and dissimilarities between yourproduct or service and competitorsIII. Description of Product or Service- describe your product or service- emphasize special features, i.e., the selling points IV. Marketing Budget- advertising and promotional plan- costs allocated for advertising and promotions- advertising and promotional materials- list of advertising media to be used and an estimate of cost for each mediumV. Description of Location- description of the location- advantages and disadvantages of locationVI. Pricing Strategy- pricing techniques and brief description of thesetechniques- retail costing and pricing- competitive position- pricing below competition- pricing above the competition- price lining- multiple pricing (for service businesses only)- service components- material costs- labor costs- overhead costsMARKETING YOUR BUSINESS FOR SUCCESS - DEVELOPING AN EFFECTIVE MARKETING STRATEGYAn advantage of purchasing a franchise is that the marketing plan is provided by the franchisor. While this saves you the time and energy it takes putting together a marketing program, it doesn't, however, ensure that you will attract customers to your franchise. How well your advertisements and promotions draw customers will ultimately determine how effective your marketing strategy is.While a reputable franchisor will not sell you a franchise in a territory where there is not a market, or where the market is declining, it is your responsibility to cultivate your designated market. Whether you are independent or a franchise, one of the easiest ways to do this is through advertising and promotions. Remember the aim of the advertising and promotional strategy is to create awareness of your product or service, to arouse customers' needs and expectations to the point of consumption andto create a loyal stream of satisfied customers who continue to patronize your business.Effective Advertising and Promotions TechniquesPerhaps, the first step in developing an effective advertising and promotional strategy is to understand the difference between the two concepts. Most people think that advertising and promotions are one in the same; there is, however, a distinction between the two. While both advertising and promotions use the different media formats--print, radio and television--as a way of conveying a message, promotion encompasses much more. It is the method of advertising and can entail community involvement. This could mean sponsoring a Boy or Girl Scout troop, allowing non- profit organizations to use your facility, such as, letting the high school drama club use your parking lot for a car wash fund raiser, sending an underprivileged child to day camp or involvement in any type of positive community activity that will bring attention to your business.While advertising is a way of keeping your business is the public's eye, promotions are a way of signaling that you are concerned and committed to the welfare of the community and its residents. This commitment may be one of the most effective techniques for building customer loyalty. People tend to be more supportive of businesses and organizations that give something to the community rather than those that just take from the community, never giving anything in return.Now, let's look at how to develop an effective advertising program and promotional program for your business.The Key to a Successful Advertising and Promotional PlanAdvertisingAdvertising plays an important role in successful business ventures. It entails identifying and selecting the media that provide the greatest amount of exposure for your business anddeveloping effective, yet appropriate materials for each medium. It is more than running an ad in a local newspaper, on a radio or television station or just simply hanging a sign outside your business and waiting for the customers to purchase your product or service. It requires that you know your product or service -- that is, the selling points -- and that you develop literature that can arouse the customers' consciousness levels to the point that they are curious enough to investigate it, and then raises their need or desire levels to the point that they are willing to purchase it.Advertising keeps your product or service in the public's eye by creating a sense of awareness. Yet this awareness alone will not ensure the success of your business. Thus, advertising not only has to be effective, it also has to be a continuous process.When developing an effective advertising strategy for a franchise, review the national advertising materials the franchisor has developed and determine if they can be applied regionally or locally. If they can, select the media that will provide the greatest amount of exposure and the most effective means for promoting your franchise. If the national materials are inappropriate, you may need to modify or develop your own materials. Remember, however, that you may have to get the franchisor's approval to use these materials. As a courtesy, regardless of the advertising policies in the franchise agreement, allow the franchisor to review these materials.Once you are satisfied with the advertising materials, select the media that will best market your business. Since advertising can be costly, try to use a medium that is cost effective, yet will effectively market your business. If this is not possible, then be prepared to spend what is necessary to promote your business effectively -- the outcome will be worth the investment.It may be a good idea to mix the different media formats that you use. For example, design a brochure that describes your product or service, emphasizing its selling points (special features). Place copies of the brochure in strategic locations of your business to use as customer handouts. Or, devise a customer survey. The survey should focus on whether customers like the product or service, the quality of the product/service, ways to improve it, the quality of service provided by staff--their friendliness and courtesy. Place the survey with a self-addressed, stamped envelope near the check-out counter and ask customers to mail in or return the survey when they come back. Review their comments with staff and implement those suggestions that are practical, cost efficient and can improve the overall quality of service your business provides.Other media formats to use are:* newspaper, radio or television ads (newspaperadvertising is the least expensive and televisionadvertising is the most expensive of these formats). You probably will need professional advice andassistance when developing ads for these mediaformats.* business cards.* classified ads in the local newspaper.* direct marketing.* telemarketing (this format can be expensive, also).* Yellow Pages advertising.* sampling - mailing or distributing free samples ofyour product or a flyer about your service to thepublic.* advertising in community-based magazines ornewspapers.Whatever media format you use, be willing to invest the money needed to develop an effective ad campaign.PromotionsAs discussed earlier, promotion entails more than just selecting the media format to market your business. It can, and oftentimes does, encompass community involvement. This involvement can range from sponsoring a Boy or Girl Scout troop to hosting a charity。
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[Product Name] Marketing Plan
[Name]
Market Summary
•Market: past, present, & future
–Review changes in market share, leadership,
players, market shifts, costs, pricing,
competition
Early Adopters/ Pioneers Mass Market/
Followers
End of Life Time
Number
of customers
•Describe product/service being marketed
Competition •The competitive landscape
–Provide an
overview of product competitors, their strengths and weaknesses
–Position each competitor’s product against new product
A B
C
D
Performance
P
r
i
c
e
Positioning
•Positioning of product or service
–Statement that distinctly defines the product in
its market and against its competition over time •Consumer promise
–Statement summarizing the benefit of the
product or service to the consumer
Communication Strategies •Messaging by audience
•Target consumer demographics
Packaging & Fulfillment •Product packaging
–Discuss form-factor, pricing, look, strategy
–Discuss fulfillment issues for items not shipped
directly with product
•COGs
–Summarize Cost of Goods and high-level Bill of
Materials
Launch Strategies
•Launch plan
–If product is being announced
•Promotion budget
–Supply back-up material with detailed budget information for review Jan Feb Mar Apr May Jun July Sep Oct Nov Dec
Phase 1
Phase 2
Phase 3
Public Relations
•Strategy & execution
–PR strategies
–PR plan highlights
–Have back-up PR plan, including editorial
calendars, speaking engagements, conference
schedules, etc.
Advertising •Strategy & execution
–Overview of strategy
–Overview of media & timing
–Overview of ad spending
Other Promotion
•Direct marketing
–Overview of strategy, vehicles & timing
–Overview of response targets, goals & budget •Third-party marketing
–Co-marketing arrangements with other
companies
•Marketing programs
–Other promotional programs
Pricing
•Pricing
–Summarize specific pricing or pricing strategies
–Compare to similar products
•Policies
–Summarize policy relevant to understanding key
pricing issues
Distribution
•Distribution strategy
•Channels of distribution
–Summarize channels of distribution •Distribution by channel
–Show plan of what percent share of distribution
will be contributed by each channel --a pie
chart might be helpful
Vertical Markets/Segments •Vertical market opportunities
–Discuss specific market segment opportunities –Address distribution strategies for those
markets or segments
–Address use of third-party partner role in
distribution to vertical markets
International
•International distribution
–Address distribution strategies
–Discuss issues specific to international
distribution
•International pricing strategy •Localization issues
–Highlight requirements for local product
variations
Success Metrics •First year goals •Additional year goals •Measures of success/failure •Requirements for success
Schedule
•18-month schedule highlights
•Timing
–Isolate timing dependencies critical to success
Task 1
Task 2
Milestone
Task 3
Task 4
Jan Feb Mar Apr May Jun July Sep Oct Nov Dec。